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HIRING & DEVELOPING NEW SKILLS TO MEET MARKETING’S FUTURE ROSEANN HARRINGTON Vice President Marketing, Communications & Community Relations Hiring the Right Person for the Right Job at the Right Time TOP 4 TAKEAWAYS FOR PARTICIPANTS 1. Examples of the key attributes, skills and qualities necessary for a marketer to thrive in your workgroup, company and industry 2. Best practices on how marketing professionals are bridging the gap between IT, customer service and finance to optimize the customer experience 3. Insight on what the new generation is looking for in a job and organization so you can create an environment that is attractive to top talent 4. Benchmark your marketing staff requirements against industry standards #FrostMAR “Marketing has become too important to be left just to the marketers.” -Harvard Business Review TRADITIONAL COMPANY STRUCTURE Company Marketing Finance IT Customer Service MARKETING’S NEW ROLE Decisions at the Seams Marketing works with other functions at its boundaries to make and execute shared decisions. SOURCE: HBR – Decision-Driven Marketing, July-August 2014 http://hbr.org/2014/07/decision-driven-marketing/ar/2 NEW MARKETING TEAM MEMBERS THINK FEEL SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014 DO THINKERS Focus on data and analytics • Architecture and modeling director • Digital privacy analyst • Market data analyst • Senior data architect • Senior data modeler • Web analyst SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014 FEELERS Focus on engagement • Customer service representative • Member engagement coordinator • Online community manager • PR executive • Social media community manager • Usability specialist SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014 DOERS Focus on content and production • Concept creator • Designer • Digital studio producer • Marketing content manager • Senior digital content strategist • Web design production specialist SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014 WHAT THE NEW GENERATION WANTS YOUR BRAND MATTERS! HOW DO I FIND The Right Person for the Right Job at the Right Time? STEP #1 DEVELOP A STRONG JOB DESCRIPTION • Hit the pause button • Don’t recycle job descriptions • Identify gaps in team skill-sets • List requirements for the job • Rank skills by must have, should have or could have • Cleary identify the work environment • Determine whether you need an expert or are willing to train someone with potential • Identify the level of socialization required for the position • Weigh an internal vs external selection process STEP #2 WIDE PROMOTION OF POSITION • Broadcast position description to your contacts, including peers, via email & social media • Include a short job description, information on the company, position title, responsibilities, salary range, qualifications and supervisory requirements • Post on trade association sites STEP #3 DEVELOP A MULTI-STEP SELECTION PROCESS THAT ENSURES A GOOD FIT • Determine the number and type of interviews and who will be included • Clearly define selection process expectations • Walk applicants around the office • Simulate the work environment and discuss the corporate culture • Discuss the required level of professionalism, pace, socialization, structure and overtime • Check references • Obtain samples of work and conduct assessments STEP #4 MAKE A GOOD OFFER • Be timely • Make a competitive offer • Be creative in your compensation including benefits, vacation, overtime, financial incentives, memberships, tuition reimbursement • Highlight your company attributes • Put it in writing STEP #5 SUCCESSFUL ON-BOARDING • Have a plan for their first day • Have someone introduce them around the office in order to make them feel welcome • Find a project they can work on with others • Schedule time to see how they are doing • Make them aware of any staffing changes especially if it involves their direct supervision QUESTIONS? ROSEANN HARRINGTON Vice President Marketing, Communications & Community Relations Twitter: @bizwomanhandbk Email: [email protected]